Axe and Lil Baby’s Foray Into Fine Fragrances Passes Gen Z’s Smell Test

The new spot and campaign from The Martin Agency mark a homecoming and a continued new direction for the brand

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The partnership between Axe and Lil Baby already had the sweet smell of success, given the rapper’s open affection toward the brand prior to his stratospheric rise. But the duo’s latest campaign—by way of The Martin Agency—drives that point home as they find creative ways to introduce Gen Z to the world of fine fragrances.

In “G.O.A.T. Mall,” the inaugural spot for “The Fine Fragrance G.O.A.T” campaign announcing the launch of the brand’s Fine Fragrance Collection, a four-armed version of the “Drip Too Hard” artist (whose hit is used in the spot) appears from a “special” fragrance counter to persuade mallgoers to try the scents.

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